mkt344.ch 9
TRANSCRIPT
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MKT 344MKT 344Fall 2015Fall 2015
Chapter 9
Communication &Consumer Behavior
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Which Type of Communication Is Featured in ThisWhich Type of Communication Is Featured in This
Ad, and What Strategic Concept Does It etAd, and What Strategic Concept Does It et
Across!Across!
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Nonverbal Used forPositioning
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Basic Communication Model(Figure 9.!
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"he #ource as the$nitiator
#
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"he #ource %$mpersonal and $nterpersonal
Communications
$
Source Credi%i&ity
'eference roups
◦
(ormati)e◦ Comparati)e
◦ Mem%ership
◦
Sym%o&ic
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"he #ource %$nformal #ources and ord of
Mouth
*
• Informa& Sources –+pinion &eaders
• Word of Mouth and eW+M – T-o-ay communication
–Socia& net-or.s
–
/rand communities –Message %oards and /&ogs
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"he #ourceord of Mouth ' #trategic
pplications
0
/u11 Agents
2ira& Mar.eting
Tac.&ing negati)erumors
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"he #ourceCredibilit) of Formal
#ources
Institutiona& ad)ertising
u%&icity
5ndorsers
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h) re Consumers *i+el)to Perceive "his d as
Credible,
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-lamorous Celebrit) ndorser is More*i+el) to be Perceived as a Credible#ource/ speciall) for a 0edonistic
Product
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Credibilit) of Formal #ourcesndorser 1ectiveness
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Credibilit) of Formal #ources
2ther Credibilit) #ources
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"he 3eceivers as the"arget udience
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ersona& characteristics andmoti)es
In)o&)ement and congruency
Mood
/arriers to communication
◦ Se&ecti)e e8posure to messages
◦ sycho&ogica& noise
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2vercoming Ps)chological2vercoming Ps)chological
NoiseNoise
6#
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Media (Channel!
6$
Mass Media
(ontraditiona& 9(e-: Media is;
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Nontraditional Media
+utofhome and +nthego
◦ Ad)ertising screens in %ui&dings andtransit
◦ Digita& %i&&%oards on roads◦ Am%ient ad)ertising 9in ne- p&aces:
+n&ine and Mo%i&e
◦ Inc&udes consumergenerated media◦ (arro-cast messages
Interacti)e T2 9iT2:
6*
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Media (Channel!
Congruence -ith message
◦ Addressa%&e ad)ertising
◦ /randed entertainment
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4esigning PersuasiveCommunications
6
Message #tructure andPresentation'esonance
Messageframing
+neSided)ersus T-oSided Messages
+rder 5
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Which Ad)ertising Techni>ue Is=sed in 5ach Ad, and ?o- So!
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3esonance
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4esigning PersuasiveCommunications
""
Message #tructure andPresentation'esonance
Messageframing
+neSided)ersus T-oSided Messages
+rder 5
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4esigning PersuasiveCommunications
"3
Message #tructure andPresentation'esonance
Messageframing
+neSided)ersus T-oSided Messages
+rder 5
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4esigning PersuasiveCommunications
"4
Message #tructure andPresentation• 'esonance
• Messageframing
• +neSided)ersus T-oSided Messages
• +rder 5
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dvertising ppeals
"#
Comparati)e
Fear
?umor
A%rasi)e
Se8
Audience participation Time&y
Ce&e%rities
Which Ad)ertising Appea& Is
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Which Ad)ertising Appea& IsSho-n in 5ach Ad, and Why Is
It =sed!
"$
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Comparative % $t 0as Positive 1ectsComparative % $t 0as Positive 1ects
2n Brand ttitudes/ Purchase2n Brand ttitudes/ Purchase
$ntentions/ and Purchases$ntentions/ and Purchases
"*
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Which T-o Ad)ertisingAppea&s Are Sho-n in This Ad!
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Fear & 3umor appeal
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")pes of Celebrit) ppeals("able 9.5!
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Feedbac+4etermining 1ectiveness
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Feedbac+
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Feedbac+4etermining 1ectiveness
(con6t..!
3"
58posure
◦ eop&e meters
Message Attention, Interpretation,and 'eca&&
◦ hysio&ogica& measures
◦ Attitudina& measures
◦ 'eca&& and recognition measures
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nd of Chapter 97